Comparative Study of Nongshim Instant Noodle Packaging Design in South Korea and in Indonesia

COMPARATIVE STUDY OF NONGSHIM INSTANT NOODLE PACKAGING DESIGN IN SOUTH KOREA AND IN INDONESIA

Listia Natadjaja Visual Communication Design Department, Art and Design Faculty Petra Christian University Surabaya E-mail: [email protected]

ABSTRACT

These days due to the global market development, there are many products that are marketed outside the local area. I found that there are differences between local and export design in Nongshim instant noodle packaging, marketed in South Korea and in Indonesia. This study, discusses the differences between packaging design elements of the famous instant noodle brand in South Korea. Hopefully, through this study, we can have a description of what kind of design elements should be kept and what kind of information should be added or changed for the export product.

Keywords: Nongshim instant noodle, South Korea, Indonesia, packaging design.

ABSTRAK

Saat ini dikarenakan perkembangan pasar global, banyak produk yang dipasarkan di luar area lokal. Penulis menemukan perbedaan yang menarik anmtara desain lokal dan desain yang diperuntukan untuk eksport pada kemasan mie instant merek Nohngshim yang dipasarkan di Korea Selatan dan di Indonesia. Pada studi ini, penulis ingin membahas perbedaan apa sajakah yang terdapat pada elemen-elemen desain kemasan sebuah merek mie instant yang terkenal di Korea Selatan. Diharapkan melalui studi ini, kita bisa mendapatkan sebuah gambaran elemen-elemen desain apa saja yang harus dipertahankan dan informasi apa saja yang harus ditambahkan atau dirubah untuk produk ekspor.

Kata kunci: mie instant Nongshim, Korea Selatan, Indonesia, desain kemasan.

INTRODUCTION consists of the actors (people or organizations) close to the company that affects its ability to serve its Many products compete on the shelves of stores, customers the company, suppliers, marketing interme- supermarkets, hypermarkets, etc. with many ways to diaries, customer markets, competitors and publics. sell the products; one of them is through packaging The macroenvironment consists of the larger societal design. As a promotion tool, packaging design could force hat affects the microenvironment demographic, function as the “silent sales person” (Wirya, 1999). economic, neural, technological, political and cultural Through the design elements, packaging design forces. It is often said that microenvironmental forces represents the product inside. This paper tries to have a direct impact on the firm’s marketing compare the same product with different packaging operations and sometimes will be controllable, to a designs, one is packaging for the local market in South certain degree, by the marketing firm. On the other Korea and the other is for an international market, one hand, macroenvironmental forces are broader in of which is in Indonesia. nature, have an indirect or lagged effect on the marketing operation of the firm. Based on that fact, we GLOBAL MARKET should realize that markets today are becoming more open and susceptible to external forces. The concepts of exchange and relationships lead Markets in Asia are not isolated from the rest of to the market. A market is the set of actual and the world. Global trends will impact on the Asia potential buyers of a product. These buyers share a region and individual Asian countries (Amstrong, particular need or want that can be satisfied through 2005: 91-92). exchange relationships. The size of a market depends on the number of people who exhibit the need, have INSTANT NOODLE DESIGN PACKAGING resources to engage in exchange, and are willing to exchange the resources for what they want The important and fundamental principles of (Amstrong, 2005: 16). packaging technology are to protect, to preserve, to The marketing environment is made up of micro contain and to inform. Principally, the purpose of and macroenvironment. The microenvironment packaging is to contain and protect a product

Jurusan Desain Komunikasi Visual, Fakultas Seni dan Desain –Universitas Kristen Petra http://www.petra.ac.id/~puslit/journals/dir.php?DepartmentID=DKV 84 Natadjaja, Comparative Study of Nongshim Instant Noodle 85 throughout its distribution and sale. Packages perform feature glossy graphics that stretch from one end to the primary purpose of containment and protection, another. While this can be an asset, it is not always but vary enormously in appearance, texture, graphic, taken advantage (Zilenziger, 1996) shape, cost and structure. When designing a package, There are many elements of packaging design no single package is necessarily right or wrong but that can be modified through creative strategy, like: one might be considerably more appropriate than color, shape, brand, illustrator/character, typography, another (Denison, 1999). layout etc. (Nugroho, 2006). Instant noodle packaging material is named INSTANT NOODLE NONG SHIM KOREA flexible packaging. Like plastic, flexible packaging is everywhere. In its most basic form, flexible containers The Korean brands come mainly in plastic have been utilized since ancient times. In its more wrappers like normal local brands except that they are complex state, flexible packaging is one of the latest larger in size and also come with sachets of dried innovations of the packaging industry. By definition, a vegetables that miraculously expand into bite size flexible package is not rigid or hard, but is formed or chunks in hot water! The texture of the noodles is wrapped around a product and is pliable, yielding to tangier and quite distinctively Korean. These instant touch. Flexible packaging can be a total enclosure or a noodles cost around 4000-8000 Rupiahs (Food partial enclosure. As a total enclosure, the package Avenue, 2002). From many instant noodle products will completely contain the product without aid of in Korea, it can be said that the instant noodle Nong another medium. Partial enclosure, on the other hand, Shim brand is popular and many of Korean people might include an internal element such as a liner made buy this product (Hohl, 1997). of foil, plastic or paper (Mosberg, 1989: 95). The food industry is a major user of flexible packaging. The ANALYSIS OF PACKAGING DESIGN ELE- MENTS variety of products to be packaged requires that a host of objectives be met. The objectives may or may not Company : Nong Shim include: moisture barrier protection, oxygen barrier Brand name : Shin Ramyon (Shin Instant Noodle) protection, fragrance and taste protection, puncture Taste : A hot soup with thick noodles. resistance, clarity, UV light repellency, seability, re- Result in gr. : 120 g closeability. (Mosberg, 1989: 97). Almost all instant noodles use this kind of material, but sometimes use These two packaging design basically look the different composition of layers. Flexible packaging as same, but if we look at the design elements on detail, a whole is growing. According to the 2002 Flexible there are some differences. The color of this two Packaging Association’s State of the Industry Report, packaging is exactly the same red, also the flexible packaging accounts for 17 percent of the total photography. The size of packaging is the same, and it packaging market. The newest figures acquired by the contains the same weight 120 gr. It is common in FPA reveal that it is now a $20 billion industry, up South Korea the size of 120 g. instant noodle. In from $17 billion in 1997. Flexible packaging is a Indonesia usually we have 70-100 g. weight and packed in smaller size of packaging. The oz weight broad category encompassing such items as pouches, measure indicates that this product probably is bags and wraps. Arguably, items such as blister packs exported to other countries. The company brand Nong and shrink sleeves can also be included under the Shim has been translated into international alphabets umbrella of flexible packaging. The FPA defines a so consumers could read the name of the producer flexible package as any package whose shape can be who produces this instant noodle. Brand typography readily changed. Flexible packaging is utilized in a for the Chinese character does not have any changes, variety of fields—food and beverage, pet food, but international market could not read it, so they medical, cosmetics, health and beauty, and other translate again to Shin Ramyon. The Chinese charac- consumer product. ter describes Shin. In order to make the international Flexible packaging printed on the world wide market understand that this is instant noodle, the web constitutes the more visible end of the flexible producer needs to add the information noodle soup. It packaging industry as it is largely responsible for is common to have hot and spicy instant noodle in printing and constructing such items as large stand-up South Korea, but it is not common in Indonesia or in pouches and retortable packaging, used widely in the other countries to have this spicy noodle, so the food industry due to its functionality and increased information hot and spicy needs to be added. The advertising space. Many companies also recognize the information at the side of packaging also informs the ability for flexible packaging to offer increased Depkes RI (the registration number from the Indo- billboard space. Not reliant on a label, the package can nesian Health Department), the name of the importer

Jurusan Desain Komunikasi Visual, Fakultas Seni dan Desain –Universitas Kristen Petra http://www.petra.ac.id/~puslit/journals/dir.php?DepartmentID=DKV 86 NIRMANA, VOL.8, NO. 2, Juli 2006: 84-91 and the expiration date. There is also the label information attached at the side of the packaging which informs about the composition, the seasoning, serving suggestion, the name of importer and producer and the given number from BPOM RI (Food and Drug Research Institute). Both designs packaging have point of interest at the Chinese typography Shin Basically, the information at the back side of the Shin Ramyun instant noodle is the same. The big difference is the use of typography. For Korean market, they totally use Hangul, the name for Korean Character

Picture 2. Backside of Shin Ramyun Packaging in South Korean and Indonesian Markets

But for international market, they use Roman alphabets. They put the brand name, nutrition facts, barcode, and the address of the manufacturer at the same position between local and export product packaging. Nong Shim put the information of other products of instant noodles for the Korean packaging, but for the export, instead of using the products they don’t produce for export, they put the directions of Picture 1. Frontside of Shin Ramyun Packaging in serving. This information will help the international South Korean and Indonesian Markets consumer to prepare the noodle. Instant noodle is

Jurusan Desain Komunikasi Visual, Fakultas Seni dan Desain –Universitas Kristen Petra http://www.petra.ac.id/~puslit/journals/dir.php?DepartmentID=DKV Natadjaja, Comparative Study of Nongshim Instant Noodle 87 common to consume daily in Korea, so the consumer packaging is the same, and it contains the same weight must know how to serve the noodle soup. The 125 g. This product must be exported to other position of the ingredients information is also countries besides Indonesia, because of the written oz changed, it is probably because the arrangement of the weight measure. The company brand Nong Shim has layout, or the position of directions for one serving is been translated into international alphabets so more important to read (considering the direction of consumers could read the name of the producer who reading). Meanwhile, for the export product, the produces this instant noodle. Brand typography for the ingredients information is more important than the Chinese character doesn’t have any changes, but the information of product variant. international market could not read it, so it is translated Company : Nong Shim again to AnSungTangMyun. The Chinese characters Brand : AnSungTangMyun (AnSung Noodle describes AnSungTangMyun. In order to make the Soup) international market understand that this is instant Taste : Oriental Style Noodle, hot, suited for noodle, the producer needs to add the information vegetarian. noodle soup. The information hot and spicy has been Result in gr. : 125 g. added also the information at the side of the packaging also informs the Depkes RI, the name of the importer and the expiration date. There is also the label information attached at the side of the packaging. The point of interest of the design is the photograph of noodle soup. The change of packaging design for the local market shows that there is a dynamic design. First they use civet-cat character as a mascot, but then in the new product, instead of using the civet-cat mascot they change into the bowl mascot.

Picture 4. Frontside of Previous AnSungTang Myun Packaging in South Korean Market

The information at the backside of the AnSung- Picture 3. Frontside of a New AnSungTangMyun TangMyun instant noodle is not the same. The big Packaging in South Korean and Indonesian difference is the use of typography, for Korean market Markets they totally use Hangul, the name for Korean Like Shin Ramyun, these three packaging design Character but for international market they use basically look the same, but if we look at the design alphabets. The second difference is the reading elements on detail, there are some differences. All position. The front side of the packaging is read in packaging use orange color. Two of these packaging horizontal position, but for the international, the products are for local consumers and one for producer makes it vertical. The producer puts the international market. The position of reading is brand name, nutrition facts, barcode and the address of horizontal. The color of these three packaging is the manufacturer at the same position between export exactly the same, also the photography. The size of products. For the old packaging they still put the

Jurusan Desain Komunikasi Visual, Fakultas Seni dan Desain –Universitas Kristen Petra http://www.petra.ac.id/~puslit/journals/dir.php?DepartmentID=DKV 88 NIRMANA, VOL.8, NO. 2, Juli 2006: 84-91 directions of serving and the mascot, but they don’t use it for the new packaging. They write cooking instructions instead of directions of serving. The producers also put the product of Korea at the left site bottom of the packaging. This information could be just to fill the layout, or to make an awareness of the product.

Company : Nong Shim Brand : Noguri Udon (Noguri Wheat Noodles) Taste : Regular, usual large soup with slightly hotter taste Result in gr. : 120 g.

Picture 6. Backside of Previous AnSungTang- Myun Packaging in South Korean Market

Even though the kinds of noodles are different, the producer put the same information that this product is noodle soup. Udon is a different kind of noodle. Usually udon noodle is thicker and have a seafood taste. Udon is one of the famous traditional noodle soups, consumed in the households and restaurants. These two packaging designs basically look the same, but if we look at the design elements on detail, there are some differences. The color of this two packaging is exactly the same dark red. The photography shows the noodle soup serves in a bowl. The size of packaging is the same, and it contains the same weight 120 g. The oz weight measure is mentioned in this packaging. The brand Nong Shim has been translated into international alphabets, so consumers could read the name of the producer who produces this instant noodle. Brand typography for the Korean character has been translated into alphabets. There is no Chinese character for this design. In order to make the international market understand that this is instant noodle, the producer needs to add the information noodle soup. The information seafood and spicy has been added. The information at the side of packaging also informs the Depkes RI, the name of the importer and the expiration date. There is also the label information attached at the side of the packaging that informs about the ingredients, the seasoning, serving suggestion, the name of the importer and

producer and the given number from BPOM RI. Both Picture 5. Backside of a New AnSungTangMyun of packaging designs have point of interest at the Packaging in South Korean and Indonesian name of product Nouguri and the noodle soup Market photograph.

cusumers to try the Neoguri instant noodle or just balancing the packaging lay out. Because Neoguri is a bit different with common instant noodles, the producer needs to add the serving information so the consumer understands how to serve the Neoguri instant noodle soup. The position of the ingredients information also changed, it is probably because the arrangement of the layout, or the position of directions of serving is more important to read (considering the direction of reading).

Picture 7. Frontside of Noguri Udon Packaging in South Korean and Indonesian Markets

Like the others, the information at the backside of the Neoguri noodle soup is the same. The big difference is the use of typography, for Korean market they totally use Hangul, but for international market they use alphabets. They put the brand name, barcode and the address of the manufacturer at the same position between local and export product. Nong Shim put the directions of serving for the Korean and international packaging. They put the noodle soup photograph for the Korean packaging, to show the shape of the noodle, because usually the udon noodle Picture 8. Backside of Noguri Udon Packaging in is thick. This strategy could be to attract the Korean South Korean and Indonesian Markets

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Tabel 1. The Packaging Design Elements Comparation Product name Packaging Design Element Local Export Remark Shin Ramyun Color Red Red Same Illutration/ character None None Same Photography Instant noodle Instant noodle Same Typography Hangul Alphabet Different Brand typography Hangul Alphabet Different Brand position Upper left side Upper left side Same Product name typography Chinese character Chinese character Same Product name position Middle Middle Same Shape Square Square Same Size/ Weight 120 g 120 g Same Layout Vertical Vertical Same Point of interest Chinese character Chinese character Same (Shin) (Shin) AnSung- Color Orange Orange Same TangMyun Illustration/ character Bowl None Different Photography Instant noodle in the Instant noodle in the Same pot pot Typography Hangul Alphabet Different Brand Typography Hangul Alphabet Different Brand position Upper left side Upper left side Same Product name typography Chinese character Alphabet with Different with Hangul Chinese character Product name position Middle upper Middle upper Same Shape Square Square Same Size/ Weight 125 g 125 g Same Layout Horizontal Horizontal Same Point of interest Noodle soup Noodle soup Same photograph photograph Neoguri Color Dark Red Dark Red Same Illustration/ character None None Same Photography Noodle soup Noodle soup Same Typography Hangul Alphabet Different Brand typography Hangul Alphabet Different Brand position Upper left side Upper left side Same Product name typography Hangul Alphabet Different Product name position Middle upper Middle upper Same Shape Square Square Same Size 120 g 120 g Same Layout Vertical Vertical Same Point of interest Product name Product name Same Neoguri Neoguri

All packaging design put their brand bigger than Korea. Every brand, like every human, always comes the company name. This is the right thing to do from one place. It doesn’t matter where your brand is because brand itself should be a focus of attention of designed; the name and connotation determine the the consumers. The producer can put the company geographic perception (Ries, 2000: 139). One global name as a second alternative (Ries, 2000: 103). All message sometimes has to be made in order to Nong Shim packaging design, especially typography, accommodate another language besides English. color and layout show that the products are from (Ries, 2000: 141).

Three of the analyzed packaging designs show REFERENCES that Nong Shim likes to use bright colors like red and orange. Red color seems to move the eyes forward as Amstrong, Garry, et al. (2005). Marketing An Intro- soon as we look at it. It is so eye catching. Maybe duction on Asia Perspective. Prentice Hall, because of this reason, red is the dominant color that USA. forces the energy and inviting (Ries, 2000: 128). Edward Denison, Richard Cawthray. (1999). Packaging CONCLUSION Prototype. RotoVision SA Food Avenue Editor. (2002). Instant Noodle War? Basically, the overall packaging designs are Food Avenue, Sdn Bhd. July 2003. http://www. similar. This similar design between local and interna- foodvenue.com/content/features/f010005_nood tional market is important to keep the brand and lewars.asp product in the mind of the consumers. Whenever the consumer is Korean and they buy the product outside Hohl, Fritz. (1997). Asian Instant Noodle Soup Wor- South Korea, they could notice the product faster and ship Page. September 2003 http://www.infor- easier. For international consumers who travel to matik.uni-stuttgart.de/menschen/hohldir/soups. South Korea, they could easily find the product. It is html important for both sides to know the packaging if they want to ask somebody else to buy the product. Mosberg, Stewart, (1989), Design in Motion Packa- The most important element that must be changed ging, PBC International, Inc, New York. for international market is typography. The clear Natadjaja, Listia. (2003). Comparison Study of Instant information about the product should get the attention. Noodle Nongshim Korea and Indomie This could be successful if the information uses Indonesia as The Effect of packaging Design English or original language. In case of using Korean Point of Interest to The Consumer Brand characters, Nong Shim usually keeps the Chinese Preference. Jurnal Nirmana, Vol 5, no.2, 123- character. This could be because the Chinese character 136. is known internationally, or it is identical with the product name and brand awareness. There are many Nugroho, Banu Tri. Menambah Daya Tarik Melalui elements that Nong Shim does not want to change and Keindahan, 20 Nopember 2006, http://mipa. keep the same, which are color, photography, the uns.ac.id/~scienta/tutorial.doc. position of brand and product name, shape, size and layout. These elements are crucial for consumers to Ries, Al & Ries, Laura, (2000) 22 Immutable Laws of acknowledge the product immediately. Nong Shim Branding, PT. Gramedia Pustaka Utama, Jakar- uses the bright color and big typography to get ta. consumer attention. Photography of noodle soup is Wirya, Iwan. (1999). Kemasan Yang Menjual, very important, so it is made for the consumer to gain Jakarta: PT. Gramedia Pustaka Utama. the taste of the product. Based on the three packaging, Nong Shim does not put any animal character in those Zilenziger, J.Rodman. (1996). Label and Narrow packaging designs. It may be because character Web, Rodman Publication Online, 21 Oktober usually has different meaning in different countries. 2003. http://www.labelandnarrowweb.com/octo- The backside of packaging design is similar. ber021.htm Although it is not the point of sale, the producer realizes that it gives a lot of help to consumers to understand the product. Some of the information is changed in order to be successful in international markets.

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